Research On Retail Business Marketing Strategy Of C Branch Of Minsheng Bank

In recent years,China’s financial industry has been developing vigorously,and the diversification of financial products and customer demand has become increasingly high.The liberalization of the financial industry has brought opportunities and challenges to the banking industry,and the marketization of financial products will surely impact the development of retail business of commercial Banks by the market environment.In this context,C branch of minsheng bank will face opportunities and risks in its development of retail business,identify its own development positioning and objectives,develop new businesses and expand marketing channels.To realize the sustainable development of minsheng bank and improve its products and services are the only way to realize the development of retail industry.At present,the retail industry has become a breakthrough for Banks to develop new business,and it is also a main business for Banks to improve the profit contribution of the retail industry.At present,the retail business of commercial Banks as a kind of financial industry sunrise industry.Developing retail business has unique advantages for minshengbank.Enhancing core competitiveness is an effective way to realize the bank’s interest appreciation.As a joint-stock commercial bank,CMBC has formed certain competitive advantages in brand building,marketing channels,standardized network construction,management services and other aspects.Minsheng bank started relatively late in the development of retail industry,and lacked marketing strategies and development capabilities.This paper takes C branch of China minsheng bank as the case and adopts literature research,systematic analysis,field investigation and other main research methods.Based on the relative theory of bank retail business and marketing strategy,using PEST analysis C branch of minsheng bank retail business macro environment analysis,field investigation by the retail business development of minsheng bank,found that the bank in the process of development of retail business,as the bank’s target customer group,credit business,credit card business and its growing international business Banks’ retail products,innovative services,pricing,marketing strategy,promotion channels,personnel quality and management ability and so on many problems.In order to crack the factors that restrict the development of retail business of branch C of China minsheng bank and realize sustainable development.This paper proposes corresponding marketing strategies and innovative marketing models for the development of the retail industry from six aspects:customer group strategy,product strategy,pricing strategy,promotionstrategy,channel strategy,talent cultivation and quality ability.By improving the quality of customer service,improve the profit growth pole of retail business,and promote the sustainable development of minsheng bank’s retail industry to provide theoretical basis.